Internet Fundraising Tips And Tools

Internet fundraisingInternet fundraising

Tips and tools for the global Tips and tools for the global

conversation ageconversation age

Paolo Ferrara

http://fundraisingnow.wordpress.com

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Why the Internet

• The Internet is the first global media

• allows you to reach a global audience…

• …Younger and wealthier than the average audience

• The average gift is higher than the offline donation…

• … and the number of online donors (and activists) is growing faster than offline donors (and activists)

• Your website is a gateway open 24/h a day

Paolo Ferrara


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How to use the Internet

• Raise money

• Spread your word

• Engage your members and staff

• Build your brand

• Engage your volunteers

• Build your network

• Empower your beneficiaries

• Offer services

Paolo Ferrara


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Before all, you need a strategy

• Simply having a Web site is not a strategy

• On average, online donations are larger and the transaction costs are significantly lower than through more traditional channels

• A relatively small number of nonprofits have taken the lion’s share of online donations, while hundreds of others struggle to design, implement, and execute successful campaigns using the Web.

• After investing in market-leading Web technology, many otherwise highly successful nonprofits have received little traffic and few, if any, donations

Paolo Ferrara


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Not only an Internet strategy

• Why have so many nonprofits had so much trouble?

• In each of these situations, organizational strategy - not just Internet technology -was the key to a successful use of the Internet

• The key of online results is not the Web site, but a strong brand presence and a strong mission

Paolo Ferrara


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Seven Elastic Rules of Online Fundraising

1. Change organizational culture

2. Use the Web site as a response channel.

3. Develop a strong e-mail fundraising program.

4. Integrate online and offline media.

5. Communicate from your Web site the opportunity to “live” the experience of being part of your organization.

6. Use online media to foster the relationship with donors.

7. Test. The history of online fundraising is being written and boundless discoveries are there to be made.

Paolo Ferrara


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Fundraising tools

• Email marketing

• Online auctions

• Virtual gift catalog

• Online merchandising

• Fundraising events

• Widget (giving circle)

• Membership and renewal Online

• Pay per click

• Pledge

• Pixel fundraising

• Fundraising toolkit…

Paolo Ferrara


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Examples

Paolo Ferrara


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12 tips to start with your web site

1. Content is key.

2. Keep your site up-to-date.

3. Collect email addresses.

4. Give visitors reasons to return.

5. Think from the outside-in, not inside-out.

6. Engage your user.

7. Make it easy…to find, to act, to give

8. Ask, ask, ask and give a reason to give

9. Be transparent about privacy.

10.Build your back-office ready to act

11.Be web 2.0

12.Integrate, integrate, integrate

Paolo Ferrara


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Everything start with…

“E-mail is more important

than my Web site!”

The Gilbert E-Mail Manifesto

gilbert.org

Paolo Ferrara


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Build your own email list

• on your site

• through search engine optimization

• all printed materials

• events

• in phone calls

• in person

• mailings

• premiums and contests

• buying a list

Paolo Ferrara


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Email is the focus of your web site

• Let’s the email catching be the focus of your web site

• Put your form where people can find out it

• Give your user a reason to sign up

• A compelling content is the best way to engage your users

Paolo Ferrara


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Use your list

• monthly e-newsletter

• create special editions

• create other editions by segmenting

your list (i.e. journalist, volunteers,

activist, doctors, patients…)

• send a direct mail massage

• integrate with your blog

Paolo Ferrara


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Integrate your communication to generate lead

www.startwithalead.com/resources - eBook by Brian j. Carroll

Paolo Ferrara


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Your web site is a direct response channel

DRTV

Billboards

Free

postcards

Radio Direct dialog

Events

Press ads

TMK

Press

release

Insert and flyers

Testimonials

Activist

• Be coherent in your online and offline communications

• The URL is a key part of your ads

• A URL should be easy to remember

• Make your site simple, creative direct site!

Paolo Ferrara


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Lead generations is…

Lead generation is a

conversation, not a series

of disjointed campaigns.

Paolo Ferrara


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What is Web 2.0

Web 2.0 is a set of economic, social, and

technology trends that collectively form the

basis for the next generation of the Internet

a more mature, distinctive medium

characterized by user participation,

openness, and network effects.

Tim O'Reilly, “Web 2.0: Compact Definition?”

Paolo Ferrara


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Web 2.0 is a lot of things…

Paolo Ferrara


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Il web 2.0 are you!1982

2006

… where the user is the star

Paolo Ferrara


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Engagement 2.0

Web 2.0 is about

engagement

Paolo Ferrara


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10 ideas to enter the web 2.0

1. Create a page at MySpace.com:

2. Go in-world with Second Life

3. Share your videos at YouTube.com

4. Share your photos at Flickr.com

5. Start your own blog and vlog

6. Archive your organization at Wikipedia.com

7. Start podcasting

8. Share your link at Del.icio.us

9. Join Linkedin.com

10. Bring the Social Web to yoursite

Paolo Ferrara


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Blogs

1. It’s easy to keep them up-to-date

2. Search engines loves blogs

3. You can become a trusted source

4. Blogs help you to build a strong brand

5. they show the world that you have nothing to hide

6. Blogs help to put a human voice to your charity;

7. Blogs help to engage customers in conversation,

and help in building relationships

8. help your constituents to share their stories

9. You can use a tons of media

10. Blogging encourages you to find out what others

are talking about you

11. They help your internal communication

12. Blogs are great crisis handlers

13. They can make you different

14. The sum is more than the part

Paolo Ferrara


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Vlogs

1. Share stories of your non-profit’s programs or work

2. Communicate with others

3. Viral distribution

4. Affordable and easy to use

5. Build awareness

6. Increase donations

7. Build an online community

Drew Kochera

on YouTube

Paolo Ferrara


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Second life

Why Second Life?

• it could be the new dress of the

Internet

• it’s a good place to make tests

• you can easily set up an event

on hemophilia and get a good

coverage from medias

• you can easily set up a meet up

with your volunteers, donors and

constituents and open a help

center

• you could reach over 6 millions

users

Paolo Ferrara


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Flickr

Why Flickr?

• You can share tons of photos,

posters, desktops of an event, a

campaign, your last meet up or

testimonials

• allows your donors and members to

join your campaigns in a creative way

• allows you to set up a closer

relationship with your donors showing

them your face

• you can use photos for your Public

Relation

• Flickr is going up very fast and is

reaching a very high target

Paolo Ferrara


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MySpace

Why MySpace?

• it’s the most important place

on the Internet

• more than 150 millions

users and 40 milions monthly

page views

• you can reach the younger

target on the Internet

• your constituents can share

videos, photos, posters, ideas

and tell stories about their

life as hemophiliac or

parents of a hemophiliac

• they can gather friends from

all the world

Paolo Ferrara


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Everyone could turn into a fundraiserLet’s start with a few easy questions:

- what’s your campaign’s mission and goal?

- What are you raising the money for?

- Who are your prospects?

- What’s your timeline?

- How can you bring people to help you?

1st STEP

Listen your users

2st STEP

Set up your campaign’s goals (they must be S.M.A.R.T. -

Specifics, Measurables, Achievables, Realistics, Time based)

3st STEP

Define the ASK, that is…

- the WHY (why you care about a cause and then link to the

cause)

- the call to action (is what you want people to do… and people

want to help people… so focus on people).

http://www.widgetfundraising.org

Personal

fundraising

Paolo Ferrara


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Everyone could turn into a fundraiser

4st STEP

Define your prospects:

-virtual face-to-face through the Social Network: Skype, Flickr,

LinkedIn, MyBlogLog, YouTube (and, of course, Outlook)

5st STEP

Materials (some of them):

� ChipIn widget

� a campaign blog

� two personal blogs

� emails

� photos

� videos

6st STEPTake action and say always Thank You

Results: over 53.000 Dollars

http://www.widgetfundraising.org

Personal

fundraising

Paolo Ferrara


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Personal fundraising according to NEF

Podcast

Vlogging

IM

Peer to Peer

Game

Second life

BlogBanner

Siti InternetMail Mailing list

Forum

Newsgroup

Net Tv

Skype

YouTube

Slideshare Linkedin

TechnoratiIPTVMetacafe

Digg

Squidoo

RSS

Vod:pod

Widget

ToolbarAdSense

Ad Words

Map

UGC

…Fundraising 2.0: what’s going on?

Yahoo

Answers

Paolo Ferrara


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Internet is about community

eBay wasn’t a hobby. And it wasn’t a

business. It was – and is – a community:

An organic, evolving, self-organizing web

of individual relationships, formed around

shared interests.

Pierre Omidyar, Founder of eBay

Paolo Ferrara


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Contacts

[email protected]

Paolo Ferrara

Communication and

Fundraising manager at

Terre des hommes Italy

www.terredeshommes.it

fundraisingnow.wordpress.com

campagnesociali.wordpress.com

M +39 347/3050752

Skype jambeeitalia

Slides

slideshare.net/PaoloFerrara

Business

Internet Fundraising Tips And Tools